Glispa Global Rebrand:
A New Identity for a New Era

Project Overview

Glispa had been a force in mobile advertising for over a decade, but a major pivot—new acquisitions, new markets, and new audiences—called for a bold rebrand. As the sole Product Marketing Manager, I led the full transformation across 9 offices, managing a cross-functional team and working directly with C-levels. With just six weeks before Mobile World Congress 2018, we reimagined Glispa’s identity from an affiliate network to a full-stack ad tech player.

The rebrand, website relaunch, and standout event presence brought Glispa’s evolution to life—generating over 750 new leads, tripling website engagement, and marking one of the most rewarding (and high-stakes) projects of my career.

Deep dive

Rebrand Glispa across 9 offices in just 6 weeks, in time for a global reveal at Mobile World Congress (MWC) in Barcelona.
- Extremely short timeline — from January to end of February (6 weeks)
- Managing a newly formed cross-functional team of 5 (designers, content, events) across Berlin and Tel Aviv.
Project lead for the full global rebrand—managing the cross-functional team, collaborating with C-level executives and senior leadership, and driving strategy and execution across teams and regions.
- Narrative Building: Crafted a holistic story connecting Glispa’s M&As, product synergy, and evolving market positioning.
- GTM Strategy: Defined core messaging, product positioning, value propositions, and launch plans for our unified product stack.
- Customer-Centric Focus: Validated product messaging through user research across new audience segments (developers, brands, OEMs).
- Brand Identity: Co-developed new logo, color schemes, brand architecture, and vision statements through stakeholder-inclusive workshops.
- Website Relaunch: Collaborated with our senior graphic designer to build a new website focused on clear buyer journeys and user-friendly design.
- Internal Enablement: Created a rebrand handbook, led company-wide training, and managed internal communications to ensure alignment.
- MWC Event Activation: Designed an award-worthy booth experience inspired by Scandinavian cafés—breaking away from the typical cold tech fair setup. Serving up delicious coffee - natürlich.
- Full brand narrative and positioning
- New logo, color palette, tagline, and brand guidelines
- New website structure, UX flows, and content
- Rebrand handbook for internal teams
- Sales and marketing enablement materials
- Event booth concept, design, and messaging for MWC
- Internal launch presentations and trainings
- Product messaging and updated UI branding across platforms
- +750 new leads from MWC
- 3x increase in website engagement in launch week
- 20% growth in newsletter signups
- Boosted brand awareness, employer branding, and initiated new strategic partnerships
- Product Marketing: Shaped core narratives, executed GTM strategies, and emphasized the value propositions across a multi-product portfolio.
- Brand Strategy: Built a cohesive brand identity—aligning visual design, messaging, and company vision across 9 offices.
- Project Management: Led a global cross-functional team, hitting aggressive 6-week timelines with structured planning and execution.
- Storytelling: Connected complex mergers and product offerings into a clear, compelling evolution story for clients and partners.
- UX & Website Collaboration: Partnered with UX and design teams to optimize buyer journeys and refresh the digital experience.
- Internal Enablement & Training: Created playbooks, trained teams, and aligned internal communications to drive adoption and consistency.